THE DEVELOPMENT OF CRISIS MANAGEMENT GUIDELINES FOR ENTREPRENEURS IN THE INTEGRATED CIRCUIT (IC) ELECTRONIC INDUSTERY IN BANGKOK AND METROPOLITAN AREA

Abstract

The objectives of this research were to: 1) study the current situation of crisis management for entrepreneurs in the integrated circuit (IC) electronic industry in Bangkok and metropolitan area; 2) examine the factors influencing crisis management for entrepreneurs in the integrated circuit (IC) electronic industry in Bangkok and metropolitan area; and 3) explore the development of crisis management guidelines for entrepreneurs in the integrated circuit (IC) electronic industry in Bangkok and metropolitan area. This mixed-methods study comprised two components: (1) a quantitative approach, which involved collecting data from a sample of 400 participants using structured questionnaires. The data were analyzed using statistical techniques including percentage, mean, standard deviation, and multiple regression analysis; and (2) a qualitative approach, which involved conducting in-depth interviews with 12 key informants representing business entrepreneurs. The qualitative data were analyzed using content analysis to synthesize findings and formulate recommendations grounded in relevant theoretical frameworks for data organization.

              The research findings revealed that: (1) the current conditions, as influenced by economic, social, cultural, and technological factors, reflect the crisis management practices of entrepreneurs in the integrated circuit (IC) electronic industry, in alignment with the present business environment; (2) the factors influencing crisis management were found to include: entrepreneurial characteristics in terms of innovative thinking (β = 0.174); the marketing mix (7Ps), particularly the place (β = 5.130), and business strategies related to customer relationship (β = 0.410). The regression model demonstrated a predictive power of 68%; and (3) the development of strategies for managing production, technological innovation, and workforce capabilities through streamlined, coherent, and efficient processes affecting the development of crisis management guidelines for entrepreneurs in the integrated circuit (IC) electronic industry in Bangkok and metropolitan area.